Bellefountain Cellars

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Bellefountain Cellars 

Vintners of Oregon's finest handcrafted wines!
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Introduction

• The Mommsens
• Business philosophy
• The family
• The Winery
• When and how it was built
• Winemaking
• Process
• Low volume production

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The Winery at a Glance
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Market Plan Recommendations

• Retain Current Customers
• Create a Sense of Community
• Enter Wine Tasting Festivals and Competitions

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Retain Current Customers

• Less expensive then attracting new customers
• Relying on word-of-mouth advertisement
• Lack of cash-flow for advertising and other
  expenses

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How to Retain Current Customers

• Create customer database
• Send out brochures
• Offer gift baskets
• Send out bimonthly electronic newsletter

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Create Customer Database from

• Customers that visit the winery
• Credit/debit card sales
• Raffles/drawings

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Brochure

• Distribute to customers prior to holiday seasons
• Distribute at Festivals and Competitions
• Distribute to local Bed Breakfasts, specialty
  shops, and restaurants
• Inform customers of new wines, wine tasting
  hours, current events, and purchase opportunities

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Cost per Brochure

• Postage
• .342 .68
• Development
• 689/ 1000
• Total Cost per brochure
• .68-1.36

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Gift Baskets

• Yearround availability at the winery
• Promote at wine tasting events, have on display
  in tasting room, and advertised on Bellefountain
  Cellar website.

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Cost per Basket

• Wine 2 bottles _at_ 6-7
• Basket 2.70 _at_ 1000
• Labels 3-4 inches
• 2 color 100 _at_ 1000
• 5 color 1000 _at_ 1000
• Shipping done at the customers expense
• Total Cost 20-25

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Creating a Sense of Brand Community

• Brand Community Brand Loyalty
• It establishes a bond between people with a
  common interest.

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Importance of Brand Community

• Helps to maintain a loyal customer base
• Builds friendships and relationships
• Allows the winery to continue relying on
  word-of-mouth advertisement
• Develops relationships within the local business
  community

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Two Specific Recommendations for Achieving Brand
Community

• Electronic Newsletter
• Special Events

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Electronic Newsletter

• History of the winery
• Educational
• Wine Industry News
• Current Events and Family News

• Quotes and Facts
• Gourmet Receipts
• Stories from Readers
• Entertaining

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Costs

• ISP 20 monthly fee
• 89.99 Publisher 2000 software
• Time

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Special Events

• End of the Crush party
• New Years Eve celebration
• Annual Summer BBQ

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Costs

• Wide range of expenses, depending on the number
  of guests and type of party
• Greatest expense comes from catered services
• No need to rent facilities, tables, linens, or
  tableware

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Brand Community Summary

• No substantial expense in creating a brand
  community, but it requires a great deal of
  commitment
• The long run benefits of customer loyalty far
  outweigh these expenses

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Wine Tasting Festivals

• Opportunity to showcase the quality of their wine
• Meeting local restaurant and specialty store
  buyers
• Promote their winery
• Distinguish themselves from
• other vintners
• Gain acclaim and distinction

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Showcasing Quality

• Make a fine quality wine
• Entire stock sold annually
• Have created award winning wines
• Wine tasting festivals attract our target
  audience

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Meeting Buyers

• Notify local buyers about wine tasting festivals
  and encourage their attendance
• Excellent opportunity to make initial contact
  with potential purchasers, and begin to develop a
  relationship

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Promoting the Winery

• Services offered
• facility
• Products offered
• Wines
• Gift baskets
• Display brochures
• Newsletters

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Differentiation

• Stress the traditional winemaking process
• Share the unique atmosphere and lifestyle of the
  Bellefountain Family
• Location of the vineyard

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Acclaim and Distinction

• Winning awards
• Evidence that supports the quality of their wine
• Greatly enhances their image, and complements all
  other marketing activities

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Relevant Costs

• Cost of Entry
• Opportunity Costs
• Space rental
• Product expense
• Promotional Materials
• Travel expenses

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Conclusion

• By incorporating some or all of these
  recommendations, Bellefountain Cellars will be
  able to create and reinforce a strong customer
  loyalty. This loyalty will allow them to
  increase the price per bottle, which in turn,
  will maximize profits. These profits will then
  be used to expand operations.